Introduction

This Report is submitted to Ms Wendy Barker in fulfillment of the contract to conduct a survey of the Figure 8 Bodychain clients.

The principal researcher is Ms Ella Henry, Senior Lecturer AUT University, who holds a Master of Philosophy from Auckland University, where she majored in Management Studies and Labour Relations. Ms Henry has a strong background in pure and applied business research, and has published numerous chapters, case studies and research on a range of business fields including women in management, Maori economic, business and social development and business ethics.

The Figure 8 Bodychain is a fashion accessory that has been designed, and patented by Ms Barker, to encourage the wearer to focus on their body weight and to motivate them to control their appetite.

Methodology

A survey instrument was designed to elicit responses from the fifty-two people who have purchased a Figure 8 Bodychain in the last two years.

The survey asked respondents to rank their responses from ‘1’ to ‘5’, to three sets of questions. Each set of questions related to a different aspect of the impacts that the Bodychain might or might not have affected. The first set related to the respondents perceptions of the Bodychain itself. The second set of questions related to the effects the Bodychain had on weight and well-being. The final set of questions related to relationships participants have with others since wearing the Bodychain. Finally, respondents were asked demographic data, relating to their age, gender, ethnicity, parental and marital status and employment. In all, 17 questions were asked, which was designed for ease of understanding and answering.

The surveys were posted to all clients, and 41 replied, giving a response rate of 78%, which is statistically significant response rate, and allows us to generalise comments and feedback.

The data that was generated was averaged to find the most positive and negative responses for each question, and of those that rendered highly positive or negative responses, the data sets were correlated with a range of demographics to identify any trends or patterns in responses. This process identified any positive or negative correlations, which would infer interesting patterns of responses between demographics and ratings, without necessarily implying a casual relationship.

Respondents were giving the opportunity to make qualitative comments about the Bodychain. These have been collated, and as consent was given to use these comments anonymously, they may be drawn on for specific marketing activities.

Findings

The most positive response (4.75) was that the Figure 8 Bodychain is attractive to wear. The next three most positive response were:

• The Figure 8 Bodychain is easy to wear (4.65).
• The Figure 8 Bodychain is good value for money (4.575)
• Wearers would recommend the Figure 8 Bodychain to others (4.5)
• These responses suggest that 80% of respondents ranked their answers either positive (4) or very positive (5) in agreement with the question-statement.

The next six most positive responses were 4.08 – 4.275, indicated that 70% of respondents gave a positive or very positive ranking to these question-statements:

• The Figure 8 Bodychain helps control my diet (4.275)
• I have lost weight since wearing the Figure 8 Bodychain (4.2)
• I feel better about my body since wearing the Figure 8 Bodychain (4.13)
• I have improved my overall well-being (4.1)
• I have not put on new weight (4.1)
• I wear the Figure 8 Bodychain all the time (4.08)

There were a further five questions that received responses, from which we could infer that 60% of respondents gave a positive or very positive response to the questions-statements. These were:

• The demographic data yielded the following results, in terms of the background of respondents.
• The respondents were almost entirely female.
• The majority of respondents were aged between 25-45 years.
• New Zealanders of European descent comprised the single largest ethnic group.
• The majority of respondents were parents or grandparents
• The majority of participants were employed or self-employed.
• The majority of respondents had no formal educational qualifications (59%)

Correlations

When the data sets were cross tabulated the following patterns of responses emerged:

• Older respondents were less likely to buy the Figure 8 Bodychain as a gift
• Pakeha-European respondents were more likely to find the Figure 8 Bodychain good value for money
• Pakeha-European respondents were less likely to find the Figure 8 Bodychain helped to control their diet.
• Pakeha-European respondents were less likely to wear it all the time
• Maori and Pacific Island respondents were more likely to agree strongly that they had lost weight since wearing the Figure 8 Bodychain
• Single and divorced respondents were less likely to feel their relationships with partners had improved since wearing the Figure 8 Bodychain (for obvious reasons)
• Those without children were more likely to state that their relationship with family had improved since wearing the Figure 8 Bodychain
• Self-employed respondents were more likely to agree the Figure 8 Bodychain made them feel better about their bodies
• Self-employed respondents were more likely to agree the Figure 8 Bodychain was an important part of their health and fitness regime, and that they have not put on any new weight since wearing the Figure 8 Bodychain
• Self-employed respondents were most likely to have bought a Figure 8 Bodychain for someone they know
• Those with educational qualifications were more likely to find the Figure 8 Bodychain easy to wear, attractive and value for money
• Respondents with qualifications were more likely to feel the people around them had noticed a difference since they started wearing the Figure 8 Bodychain, and that they felt better about their bodies
• Respondents without educational qualifications were more likely to feel they had improved their relationships with partners and family since wearing the Figure 8 Bodychain.

Conclusions

This 2003 study has provided a comprehensive insight into the background, feelings and beliefs of forty-one of the fifty-two people who have purchased the Figure 8 Bodychain since it became available in 2001.
The respondents were overwhelmingly female, the majority were aged between thirty and fifty years, and the single biggest ethnic group was Pakeha-Europeans. Most respondents had children and grandchildren, most were employed or self-employed and the majority had no formal educational qualifications.

The vast majority of Figure 8 Bodychain owners feel very positively about it, the most prevalent feelings being that it is attractive, is easy to wear, is good value for money and they would recommend it to others.
A large proportion of respondents felt the Figure 8 Bodychain helps them control their diet, and have lost weight since wearing the Figure 8 Bodychain. They feel better about their body since wearing the Figure 8 Bodychain, have improved their overall well-being, and have not put on new weight since wearing it. Many wear the Figure 8 Bodychain all of the time.

The correlations brought out some fascinating findings, which have implications for marketing the Figure 8 Bodychain. It would appear that different marketing strategies and media could be engaged for different market segments.

For example, drawing on predominantly mainstream media and outlets (e.g. women’s magazines, TV) to emphasise the attractiveness and value for money of the Figure 8 Bodychain. However, specialist Maori and Pacific media messages might emphasise weight loss and diet control. Media targeting younger women could focus on messages that emphasise the Figure 8 Bodychain as a gift, and how wearing the chain and feeling good about yourself improves relationships with families and partners. Specialist media for business people and the self-employed might focus on the ease of the Figure 8 Bodychain, not having to worry about removing it as part of your hectic schedule, and incorporating it into your health and beauty regime.

This study, though very preliminary, suggests that there are wide ranges of media message and market segments into which these feedback and selected anecdotes about the Figure 8 Bodychain can be utilised more effectively It is hoped by the researchers that this Report proves to be of value for the Figure 8 Bodychain. It is our belief that this product has been proved to be useful, attractive and valuable to the people who have taken the time and resources to purchase one, and to respond to this survey.